PROJECT OVERVIEW
Full Redesign for Launch
Creative Score is an AI-powered scoring tool that analyses marketing creatives and provides actionable insights across a range of psychological and performance metrics.
Built for enterprise clients, the platform helps teams evaluate creative quality across multiple brands and campaigns, providing clear, data‑driven insights into the effectiveness of their advertising assets.
The redesign focused on structuring dense data in a way that remained readable and intuitive, while supporting multiple tiers of user access and workspace hierarchies.
This project hit my desk in early 2025, and there were only a few contenders in this space at that time, so speed was critical in getting a complex product to market as soon as possible.
THE CHALLENGE
Heavy Data Structures, Complex Permissions.
The platform combined deep scoring models with psychological metrics, headline and copy analysis, image evaluation, eye-tracking simulation, and persona alignment - resulting in a dense data set that had to be made intelligible at a glance.
The layered permission structures required considered workflows to support multi-brand organisations, allowing company owners to manage nested hierarchies across workspaces and teams.
Competitor analysis and insights
Working in parallel to the build, I began with key page designs, exploring themes and colours, and page content structures, identifying what data lived where, and how users of differing tiers would expect to interact with the data.
Competitor analysis revealed a fragmented landscape, with each platform offering a distinct mix of features and capabilities.
UX DESIGN
Data Visualisation
At the core of the platform is the Creative Score - an aggregated score that breaks into strengths, recommendations, and supporting charts. Each module (copy, image, emotion, eye-tracking among others) required unique layouts to handle complex feedback from multiple models.
Modules and features were permission-based, with an admin panel that increased in complexity at higher user tiers, enabling advanced users to input highly specific instructions to the AI. The project saving structure was carefully considered to support different workflows and access levels, and a light and dark mode was introduced.
My focus was on clarity, consistency, and reducing mental effort when comparing results across different campaigns.
OUTCOMES
Product Live
Working closely with the frontend developer and management team the redesigned platform launched on schedule with a complete, production-ready interface. The new structure supports scalable workspaces, AI-driven scoring models, and ongoing multi-brand use, delivering clarity to marketing teams and insight to business leadership.
We then went on to design and build Creative Genie, the next in the AI-driven marketing SaaS family.